The following papers are available open access:
How Does Retargeting Work For Different Gen Z Mobile Users? Customer Expectations and Evaluations of Retargeting via the Expectancy-Theory Lens
Volume 63, Issue 4, 2023
Yllka Azemi, Indiana University, Northwest, yazemi@iu.edu
Wilson Ozuem, Anglia Ruskin University, wilson.ozuem@aru.ac.uk
Why the Experiential View Is Vital To Marketing Communications Research Now: An Enhanced Framework for Examining the Effects of Contemporary Marketing
Volume 63, Issue 2, 2023
Jean-Luc Herrmann, University of Lorraine, jean-luc.herrmann@univ-lorraine.fr
John B. Ford, Old Dominion University, jbford@odu.edu
When Brands Go Dark: A Replication and Extension – Examining Market Share of Brands That Stop Advertising for a Year or Longer
Volume 63, Issue 2, 2023
Peilin Phua, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, peilin.phua@unisa.edu.au
Nicole Hartnett, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, nicole.hartnett@marketingscience.info
Virginia Beal, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, virginia.beal@marketingscience.info
Giang Trinh, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Giang.Trinh@unisa.edu.au
Rachel Kennedy, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, rachel.kennedy@marketingscience.info
When Brands Go Dark: Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods
Volume 60, Issue 3, 2021
Nicole Hartnett, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, nicole.hartnett@marketingscience.info
Adam Gelzinis, Endeavour Group, adam.gelzinis@edg.com.au
Virginia Beal, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, virginia.beal@marketingscience.info
Rachel Kennedy, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, rachel.kennedy@marketingscience.info
Byron Sharp, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, byron.sharp@marketingscience.info
Do Billboard Advertisements Drive Customer Retention? Expanding the “AIDA” Model to “AIDAR”
Volume 60, Issue 2, 2020
John L. Fortenberry Jr., Louisiana State University Shreveport, Willis–Knighton Health System, john.fortenberry@lsus.edu
Peter J. McGoldrick, University of Manchester, peter.mcgoldrick@manchester.ac.uk
It is possible for papers submitted to the journal to be made open access. For more information on this process please email our editorial team at jar@warc.com.